Abstract

This research examines Japanese tourists' perceptions of Image of Singapore and attempts to apply motivational theories to attract Japanese tourists not only to come but stay longer in Singapore. For the analysis, data were collected via a questionnaires-based survey among the 650 Japanese tourists at Singapore Changi Airport, Departure Hall. The purpose of survey is to find out Japanese tourists' perceptions of Singapore as a travel destination, their satisfactions toward Singapore and likelihood of them to recommend the Singapore to others. Overall, the result of survey is positive.

It is vital to understand Japanese tourists' behaviors and meet their satisfactions. To compete with the emerging countries such as Thailand, Hong Kong, Korea and Kuala Lumpur, Singapore Tourism Board (STB) and tourism industry partners will have to work together closely and further review its strategic marketing plan such as re-packaging or producing new tourism products and reinforcing its branding 'Uniquely Singapore' to maintain its image as one of top destinations in Asian countries.